This is an award for rebirth campaigns. To enter your brand must have experienced a downturn of more than one year and a period of at least six months of upturn sales.
This paper tells how a much-loved children’s comic transformed itself from a dormant heritage brand into a contemporary entertainment brand for a whole new generation of digital-native kids. Having suffered decades of decline in comic book circulation and an under-performing web platform, Beano bucked the trend and turned its fortunes around to rapid growth in readership both on and offline. Not only that, but ambitious growth targets were quickly surpassed, while awareness and trust scores catapulted beyond expectation.
Client: Beano Studios
Agency: Red Brick Road
From Spark Plugs To Singalongs
This is a story about how the AA brought a little heart to a mechanical category. It was a big move - shifting the brand from a rational world of spanners and sparkplugs, to an emotional world of smiles and singalongs. And it was a brave move - flying in the face of pressure from the brand’s efficiency-focused board and their shareholders. But it was the right move. This is the story about how the AA used emotional brand building to save itself from a decade-long commercial decline.
Brand: The Automobile Association
Client: The Automobile Association
Viral products revitalise brands
Marketing history has rich stories about reversals in brand fortunes. Some happen through insightful new positionings, others through culture-shaping platforms, and some others through cutting-edge communications. But what if a stagnant brand has no monies to spend on fancy campaigns? Simple. You create a product with such insight that it goes viral on its own. We co-created Carvaan with our client. And Carvaan has grown Saregama discontinuously, and catapulted its share price by more than 250% within 6 months of launch. Carvaan has become India’s latest cultural phenomenon.
Client: Saregama India
Agency: The Womb